Concord is preparing to honor the 250th anniversary of the first battles of the American Revolution on April 19, 2025. Knowing that the eyes of the nation – indeed, the world – will be on Concord and the neighboring towns where these historical battles took place in 1775, planning is well underway.

“The people of Concord have received a historic gift as custodians of the place in which our country’s liberty was born, and with it, the sacred responsibility to keep alive its message, undiminished, for future generations,” said Henry Dane, Chair of Concord’s Select Board and Chair of the Concord250 Executive Committee. “The upcoming celebration is our opportunity to remind the world of the meaning of April 19, 1775, and how our identity has been defined by the events that took place on our soil 250 years ago.”

Priscilla White Sturges

| ©Carolyn Ross

A vital first step was creating a logo for the Concord250 celebrations. “We were looking for something that would honor the past, celebrate the many layers of our town’s history, and yet project forward the energy, enthusiasm, and global impact of the people who continue to do great things here in Concord,” said Diane Proctor, member of the Concord250 Executive Committee and Chair of the Subcommittee on Communications and Publicity. To bring to life the official tagline “Still Heard Round the World,” Concordian Priscilla White Sturges of Waterman Design was selected to create a logo for the celebrations.

“I felt like this was the most important and prestigious job I have ever had the privilege of doing,” said Sturges. “I have been a graphic design professional for decades, but this project was different. I was born in Concord and grew up here, so it meant the world to me to be chosen for such an important project.”

Priscilla worked with a focused task force, who helped guide the direction of the logo to meet the needs and wishes of the community. Those key ideas created brand attributes that guided her work. 

Priscilla also extensively researched logos from past Concord celebrations, from surrounding towns preparing to celebrate the 250th, and from nationwide 250th anniversaries. Ultimately, she decided to focus on the North Bridge in an abstract and forward-thinking way that allows people to connect with it personally. 

“The task force was delightful to work with,” said Priscilla. “We were under a lot of pressure to get this right, yet this was the smoothest project I have ever done. I tried to listen and really hear what the community and the task force was looking for. Amazingly, we hit the sweet spot the first time.”

Priscilla’s professionalism was key in ensuring that the logo could work in color or black and white and on something as small as a pen or as large as a billboard. The simple, but bold, design is striking. The first presentation – a button handed out at Patriots’ Day celebrations this year – was a huge hit.

“I am incredibly proud of this and honored to have been asked to design something so important to the town I love,” said Priscilla. “I can’t wait to see the logo being used as the programs roll out.”

Among many uses, you will see the Concord250 logo in the pages of Discover Concord to indicate American Revolutionary content. As we march closer to the 250th anniversary, you will see progressively more of the publication focused on telling the fascinating tales of the many people who witnessed – and participated in – that fateful day.

You can see more of Priscilla’s beautiful graphic design work at pwatermandesign.com